eyeWnder is an experimental browser addon for detecting Online Behavioural Advertising and shedding light to some of its underlying workings. The software relies on the participation of users to achieve its goal which is to increase transparency in online advertising.
eyeWnder is following a crowdsourced approach:
- individual users submit anonymously the ads that they have received together with high level info about their demographic types
- a crowdsourced database is being populated by data from multiple users
- when a user asks eyeWnder about a particular ad, the software consults the crowdsourced database and returns statistical information about the demographic types of other users that have seen the same ad
- this helps an individual to decide for himself if the ad has been targeted or not.
Learn more about this tool on the official website here.